COMR2005 Capstone Project Assessment

COMR2005 Capstone Project
Assessment 2 - Project Proposal

Contents
Introduction...................................................................................2
Research aim..................................................................................3
Research question..........................................................................3
Rationale of research question......................................................3
Literature review...........................................................................4
Research methodology...................................................................7
Research plan.................................................................................9
Conclusion......................................................................................9
References:..................................................................................10
1 | P a g e

Introduction
This study will analyze the communication strategies used by
the B corporations in Australia and New Zealand through the social
media. Corporate social responsibility has been included in most of
the organizations for a long time (Plerhoples, 2013). However, B
corporations are organization, which are approving the corporate
social responsibility and are certified by the as an organization
who has gone green and is making considerable amount of
contribution to the corresponding environment and the society. The
benefit corporations have been considered as a different form of
organisation by various researcher and falls under category of gray
sector organisation. These organizations are trying to enhance the
corporate social responsibility aspect in the modern organization
(Stecker, 2016). This organisation are incorporating triple bottom
line in to their business model and providing equal importance to
corporate social responsibility as the first bottom line (Corkery,
Mikalsen, & Allan, 2017). The primary interests of the organisation
are to ensure profitability and fulfilling the objectives of the
stakeholders (Yosifon, 2016). The inclusion of the corporate social
responsibility in to the bottom line means that the organisation will
use tools for measuring their impact on the society and the
corresponding environment. The benefit Corporation and B corps
have lot of similarities and they are similar to each other. However,
there are some basic differences between Benefit corporations and
certified B Corporations. The benefit corporation’s performances
are self-reported whereas in case of B Corps they will have to
achieve a verified score on impact assessment (Kwok & Yu, 2013).
The benefit corporations in the states of U.S. but the B Corps are
available for all business organizations irrespective of the
2 | P a g e

corporate structure of the organization. Moreover, the role of B
Lab in the Benefit corps is minimal as they only develop models for
the legislation and offers tool, which can be used for reporting
purposes. However, the B Lab oversees all the B Corps by
providing them with support with various services as portfolio
management
Research aim
The research aims to explore and analyze the methods used
by the benefit corporations to communicate with the public through
Facebook social media. The use of Facebook social media is
necessary for the organizations as it facilitates in reaching more
number of consumers. Moreover, promoting the corporate social
responsibility of the organisation will improve the brand image and
help in maximization of the revenue.
Research question
How do B Corporation Australia and New Zealand
communicate their social and environmental responsibility trough
social media? And what is the significance of social media in
sustainability of the B Corporation?
Rationale of research question
Social media is important for the sustainability of the
organizations in the market and the companies will have to make
use of it they want to gain competitive advantage in the market
(Kumar & Greene, 2017). The research questions are developed in
accordance to the objective of the study and will facilitate in
evaluation all the aspect of the research topic. The research
3 | P a g e